Loyalty and offers could be the real driver of growth in the mobile payment space, rather than the ability pay for goods with a smartphone, according to CNET News. 

As reported in CNET News, the most successful mobile payment system to date is the Starbucks app, which has processed 55 million transactions since its launch in January 2011. As well as a payment method, it’s a mobile loyalty card. 

“I can give you a better way to pay. Jaymee Johnoson, director for marketing for mobile payments company Isis told CNET: “But that’s not broken. It’s not too taxing to pull out a plastic credit card from your wallet. But what mobile payments also give you is a way to manage your loyalty cards and your financial life.”

More UK consumers are using money-off coupons than at the start of 2012, according to the latest research from IGD ShopperVista. Of those surveyed, 59% said they plan to use more vouchers in the next six moths.  

This news comes as bloggers and tech sites continue to speculate about whether or not the iPhone 5 will have near field technology (NFC), the technology necessary to make mobile payments possible.  The new handset, due to be released on 21 September, will have Apple Passbook in iOS 6, which will allow consumers to carry and redeem coupons and special offers in one dedicated place on their iPhone. 

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Smarayda Christoforou

Read MasterCard signs mobile payment deal with Everything Everywhere news story. 

For more articles on mobile marketing please visit the DMA Mobile Marketing Council blog.